It's difficult for businesses to transition from traditional marketing to a mindset that taps into the benefits of digital marketing. So what are the top five digital marketing myths that I most frequently encounter and how can you start to build an effective digital marketing machine?

1. Fact or fiction
The top 5 myths about digital marketing in
a business to business (B2B) environment
Deirdre Cashion, consultant at ProfIT Marketing

2. Agenda
•Changes in the marketing landscape
•Top 5 digital marketing myths for B2B markets
•Some practical tips on how to build a successful
digital marketing engine
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3. About Me
• Marketer with over 20 years’
industry experience
• Specialising in B2B and tech
clients
• Marketing manager and channel
sales manager with 3Com for 7
years
• Freelance marketer since 2001
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4. Changes in the marketing landscape
• Traditional marketing
has been turned on its
head by the internet
and digital
• Media fragmentation
• Shift in balance of
power between
supplier and customer
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People are spending more time online

6. 05/05/2014

7. 05/05/2014
Business Technology Facts
Irish enterprises employing
10 or more persons used
some form of social media
such as LinkedIn,Twitter or
YouTube.This compares
with an EU average of just
30%.
48% of businesses use social media
• 25% of companies have no website,
despite the fact that €4 billion is spent
online annually by Irish consumers
• 46% use enterprise blogs or blogging
• 20% use multimedia content sharing
websites
• Just over one in three will use social
media to develop the company’s image
or market its products
• Over one quarter use social media to
respond to customer feedback
• One in 10 use social media to
collaborate with business partners
Source: CSO, December 2013

8. Myth No 1
Our website is really only there to act as an
online brochure for our organisation
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10. Your website is your most important digital asset
• Aesthetically pleasing, user-friendly, customer-centric
• Showcase your products and services
• Should form the central point of everything you do
• Engine of influence
• Should contain information that is of value to your
customers
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Content is King

12. Myth No 2
Social media is a complete waste of time in a
business to business environment
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14. Choose your social media channels carefully
• The internet and digital channels
are driving micro segmentation
• Develop buyer personas
• Where are your buyers online?
• Facebook
• Twitter
• LinkedIn
• Social media can drive an effective
influence management programme
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15. Myth No 3
Email marketing is dead
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17. Email is effective if executed well
•Email gets a lot of bad press
•Open rates and click rates are difficult to maintain
•Quality content drives quality engagement
•Dual screening is a huge opportunity
•Measurable activity right through to website
• A/B testing, determine best days/times, establish
correlations between content types etc.
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18. Myth No 4
I can’t measure the results from my digital
marketing campaigns
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20. Digital marketing is the most measurable form of
marketing there is
• Google analytics
• Measures and dimensions
• Email measurement
• Mailchimp, ConstantContact, CampaignMonitor
• Twitter – Tweetlevel, Klout, Peerindex
• LinkedIn – update engagement, company followers, company reach
• Facebook fans
• Online PR – Google alerts
• Gated content – identifiable individuals
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21. Myth No 5
I need a big marketing department and an
even bigger budget to manage my digital
marketing efforts
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23. How to build a successful digital marketing engine
• Decide on your overall goals
and objectives
• Analyse your target audience
and try to build an individual
persona for your buyers
• Map the most appropriate digital
marketing channels
• Start small with a manageable
activity rate
• Measure and refine
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Knowledge
Measure
Analyse
Plan
Execute

24. Be clever about managing assets
• Plan and focus
• Recycle and rework content through different
channels
• Establish daily working processes and practices and
stick to them
• Hire in extra capacity on a contract basis where
required
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25. 05/05/2014
Shift from outbound to inbound marketing
Source: HubSpot

26. Thank you for listening
To contact me:
Tel: 086-2455550
dcashion@profitmarketing.ie
@dee_cashion
05/05/2014